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Basics of qualitative research: Grounded theory procedures and techniques

According to W. Edwards Deming, American companies require nothing less than a transformation of management style and of governmental relations with industry. In Out of the Crisis, originally published in 1982, Deming offers a theory of management based on his famous 14 Points for Management. Management's failure to plan for the future, he claims, brings about loss of market, which brings about loss of jobs. Management must be judged not only by the quarterly dividend, but by innovative plans to stay in business, protect investment, ensure future dividends, and provide more jobs through improved product and service. In simple, direct language, he explains the principles of management transformation and how to apply them.

Out of the Crisis

The author systematically examines one of the important issues of information — establishing the market price. He introduces the concept of «search» — where a buyer wanting to get a better price, is forced to question sellers. The article deals with various aspects of finding the necessary information.

Economics of Information

行銷硏究 : Marketing research

Seeks to encourage information professionals to take a critical perspective on the nature and practice of marketing as it relates to information‐based products and services. The following questions are explored: What is marketing? What is information marketing? Are you marketing or selling? When does marketing end and service delivery begin? Is it possible to brand an information service? Is it possible to “make friends and influence people” through a screen? Does marketing have any impact? From an academic perspective the exploration of these questions supports the development of an understanding of the nature of information marketing. For practitioners, the discussion surfaces some of the questions that marketers need to be prepared to answer.

Information marketing: seven questions

This article explores the approaches to the delivery of brand messages through a Web site, taking one of the leading brands, McDonald's, as a case study. The role of brands and branding in the new economy that is characterised by digitisation and globalisation is attracting considerable attention. McDonald's recent “I'm lovin’ it” campaign, is being integrated through every element of the business, including its Web site; this campaign therefore presents a useful opportunity to analyse the contribution of the Internet channel to brand building. This case study analysis is conducted on two levels: how the Web site elements are enlisted to reinforce brand messages, and overarching brand strategy themes such as glocalisation, community and channel integration. Further research and development on online branding needs to explore effective strategies for integration of online branding with branding through other channels, and opportunities that the Internet offers for both e‐service and brick service companies for building customer relationships and communities.

Online branding: the case of McDonald's

Kiosks have the potential to be a significant application of information technology in retailing, information provision and service delivery. This article discusses and analyses the application of kiosks as a channel for in‐store service delivery. For these kiosks a taxonomy that characterises kiosks by their function – inform, interact, transact and relate – is proposed. Eight case study examples of in‐store kiosks are analysed in using a framework that includes environment, task, audience, and technology. Included are kiosks used by Halifax, Daewoo, Argos, Ikea, Debenhams, GNER, Sainsburys and Boots. Both the taxonomy and the framework provide a basis for further analysis of the role of kiosks in service delivery, by allowing analysis and discussion of individual kiosks to be contextualised within a wider framework.

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Kiosks in retailing: the quiet revolution

Purpose – This study seeks to explore the success and failure of two similar small software technology firms from a marketing perspective. Using a dyadic approach, the research aims to compare the degree of customer orientation and innovativeness exhibited in both firms and to understand contributing factors for success and failure.Design/methodology/approach – A two‐case comparative case study was employed as the primary method of investigation. Participant‐observation in both firms and 22 semi‐structured interviews with owner‐managers, employees and customers provided a holistic approach to how these firms perceived and prioritised marketing and innovation.Findings – There is a need for small software firms to strike a balance between customer orientation and innovativeness in order to survive. In terms of customer orientation, the findings show that it is not only related to customer contacts and relationships, but is also about delivering on the promise. The small firm's ability to achieve this is hig...

/pdf/marketing-for-survival-a-comparative-case-study-of-sme-3dxoyuvrf4.pdf

Marketing for survival: a comparative case study of SME software firms

Purpose – The purpose of this paper is to complement existing work on multi‐channel environments of shopping experiences and retail channels by exploring the use of different channels in the consumer decision‐making processes associated with ticket purchase for performances in a regional annual theatre festival.Design/methodology/approach – Analysis of the audience questionnaire focuses on the relative use of different channels and specifically the importance of the Internet in the stages leading up to attendance at the festival – awareness, information gathering, decision making and purchase transaction.Findings – The extent of use of different channels at different stages in the decision‐making process varies, although the Internet is the only channel that can be and is used to support all stages of the process. Throughout the process, with the exception of purchase transaction, the use of word‐of‐mouth is significant. Customers who started using the Internet at the awareness stage often continued to us...

Jennifer Rowley

Papers

Information marketing: seven questions

Online branding: the case of McDonald's

Kiosks in retailing: the quiet revolution

Marketing for survival: a comparative case study of SME software firms

Consumer behaviour in multi‐channel contexts: the case of a theatre festival